MKTG UK helps Cadbury secure 3 year deal with the Premier League

Global Dentsu Aegis Network client, Mondelez International has signed a three-year deal with Cadbury to sponsor the Premier League which will kick off at the start of the forthcoming season.
The deal, negotiated by MKTG UK, will see the  confectionery brand’s partnership with the tournament centered around the “moments of joy” for fans and customers. MKTG UK has now been appointed lead agency to co-ordinate the management and activation of the deal, which will cover all core pillars of the MKTG UK business, Sponsorship Consultancy, Property Management, Content & Comms, Ticketing and Hospitality, Event Production and Insight and Evaluation.
Cadbury will be joining a growing portfolio of global Premier League partners such as Tag Heuer and will enjoy a range of rights relating to player milestones including the Premier League’s Golden Boot and Golden Glove awards.
The pair will also deliver a bespoke element of the league’s existing community programme Health for Life which is focused on changing the lifestyles of 60,000 school children across the UK. Both brands will work together to create tailored sessions focused on healthy choices, expanding the scheme’s reach to inspire young people in schools across the country.
Richard Masters managing director of the Premier League said: “Cadbury’s popularity across the world, and our shared focus on delivering moments of joy, make this a great fit for the Premier League and we are thrilled they have chosen to work with us in what is their first ever partnership in football.
“We are really looking forward to working with Cadbury to celebrate the excitement of the competition, and on the plans we have to jointly grow and enhance their Health for Life project as part of the Premier League’s wide-ranging community work.”
The agreement follows on from Cadbury’s sponsorship of the London 2012 Olympics, with Francesco Vitrano, brand director for the chocolate giant, saying it would also offer up “an incredibly exciting chance” to be part of moments such as the Golden Boot and Golden Glove awards.
“We can’t wait to start this journey with the Premier League,” he finished.
The League unveiled a clean new brand strategy at the start of last year, marking a shift towards a sponsorship blueprint that was more dependent on the commercial clout of its clubs to swell its own value beyond TV.
Via: The Drum